Innovar™

The Freshmax Group has extensive experience in the licensing, development and commercialisation of new varieties and brands.

Through its dedicated intellectual property (IP) subsidiary, Innovar™, Freshmax has been working with breeding programs around the world. Across Oceania, Innovar™ stands as an Intellectual Property (IP) leader and has built its future business model around the development and promotion of exclusive and semi-exclusive varieties.

What drives us?

We see that exclusive IP delivers the following benefits to Freshmax and our partners:

Because Apple and Pear form a core global category for the entire Freshmax Group, Innovar™ is heavily invested in the development of a number of exclusive apple and pear brands/ varieties: Honey belle™, Angelys™, Kanzi™, Mahana Red™, Kiku™, Modi™, Crimson Snow™ and now Piqa™ Boo™.

By embracing new varieties in key categories we are able to compete strategically both now and long into the future.

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